Drayton Bird - Commonsense Direct Marketing

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title	:	Commonsense Direct Marketing Fully Rev., 3rd Ed.
author	:	Bird, Drayton.
publisher	:	NTC Contemporary
isbn10 | asin	:	0844235431
print isbn13	:	9780844235431
ebook isbn13	:	9780071401456
language	:	English
subject	Direct marketing.
publication date	:	1994
lcc	:	HF5415.126.B57 1994eb
ddc	:	658.8/48
subject	:	Direct marketing.

Page 1 Commonsense Direct Marketing

Page 2 Dedication This book is dedicated to my Mother, who can succeed at an age when most other people have stopped trying.

Page 3 Commonsense Direct Marketing Fully Revised Third Edition Drayton Bird NTC Business Books a division of NTC Publishing Group Lincolnwood, Illinois USA

Page 4 Acknowledgements Although I am indebted to many people, I would like to thank in particular for their help, encouragement and ideas: Tony Arau, Michael Carpenter, John Epstein, Iain Goodman, Gary Halbert, Brian Halsey, Steve Harrison, Melanie Howard, Bill Jayme, Daphne Kelsey, Jos Krutzmann, Lisa Lee, Robert Leiderman, Graeme McCorkell, Stewart Pearson, Denise Rayner, Brian Thomas, John Francis Tighe, Glenmore Trenear-Harvey, Carol Trickey, John Watson, Rod Wright. Published in the United States in 1994 by NTC Business Books, a division of NTC Publishing Group, 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.A. 1993, 1989, 1982, by Drayton Bird. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of NTC Publishing Group. This edition first published in the United Kingdom in 1993 by Kogan Page, 120 Pentonville Road, London NI 9JN. Manufactured in the United States of America. 4 5 6 7 8 9 BC 9 8 7 6 5 4 3 2 1

Page 5 Table of Contents 1 Beginnings 11 The amateur approach 14 The difficult approach 14 Some valuable discoveries 17 The mysterious rise of direct marketing 18 A paradox 22 Your timing is good 23 2 The Three Graces of Direct Marketing 25 Short-term thinking 27 To make and keep a customer 28 What is direct marketing? 29 The three graces of direct marketing 34 How your customer is changing 36 Controllability: an important benefit 39 Giving your customer a better service 41 The spiral of prosperity 44 3 Direct Marketing Can Do More Than You Think 49 What can you sell? 51

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